Yahoo beefs up online video ad tech

Yahoo has unveiled plans to beef up its portfolio of advertising technology to offer features such as programmatic video across all devices.

The online giant has spent the past year focused heavily on product development, and says it is now bringing together its strengths with that of the recently-acquired BrightRoll and Flurry divisions to simplify the overall experience of digital advertising and drive measurable results for advertisers, in particular in the realm of online video.

Yahoo has unified all of its programmatic advertising technology under the BrightRoll brand since acquiring it in December 2014, building a media-agnostic suite of programmatic buying and selling tools. The BrightRoll DSP is designed to take advantage of exclusive access to Yahoo data and unique insights from one billion people and 165 billion daily data events to target the right audience.

"Yahoo is building a strong portfolio of solutions to help advertisers connect and engage with consumers through the combination of data and technology," said Prashant Fuloria, senior VP of advertising products at Yahoo. "We've made significant investments to integrate Yahoo's targeting and measurement capabilities into BrightRoll's programmatic tools to provide more control, more transparency, and ultimately better results."